Best Automobile Online Campaign, Best Mobile Online Campaign, Best Of Show Online Campaign

The Nissan LEAF project has always been about informing - helping people better understand their world, themselves and how Nissan LEAF is a fit for both. People need answers to their questions; even to ones they don’t know they have. With those answers in hand, people can determine whether or not Nissan LEAF is the right car for them, answering the question: am I the new driver?

Solutions

* We made it informative. By utilizing an integrated Twitter feed, we answered people’s many questions.

* We made it personal. Tools let people relate to the new car on a personal level by helping them understand how they drive, their patterns, the readiness of their homes, and the readiness of their communities and cities to let them BUILD, BUY and DRIVE a LEAF. 

* We made it exclusive. By inviting people to help create a new automotive vernacular.

* We armed the new driver. By giving people social networking tools to make connections with friends and fellow new drivers.

* We made it innovative. By creating a totally new way to navigate a site that brings information to users rather than funneling them through a linear process.

* We made it relevant. By tying homes, work, schools, events, shopping, charging stations, operating costs, and all the other fulfillment you can get out of a single charge together. 

* We made it simple.

Contributors:

Steve Savic:	Creative Director, Critical Mass
Peter Von Sass:	Copy Director, Critical Mass
Chrissie Graboski:	Planning Director, Critical Mass
Torin Segstro :	Technology Director, Critical Mass
Lee Clow:	Global Director of Media Arts, TBWA\Chiat\Day
Rob Schwartz:	Chief Creative Officer, TBWA\Chiat\Day
Shawna Bigby:	Associate Creative Director, TBWA\Chiat\Day
Michael Richardson :	Associate Creative Director, TBWA\Chiat\Day

CRITICAL MASS

Website: www.criticalmass.com

Location: US

About the Agency:

Critical Mass is a team of 1500 inspired folks based in 12 offices around the world. We provide full-service digital capabilities for the greatest brands on Earth, but our secret sauce is our uncompromising design standards, our relentless focus on customers, and an ability to put powerful new technologies to work for our clients. We’re sought by brands who strive for connected digital ecosystems, and we help them get there by gaining deep insight into their consumer and orchestrating data, AI, design, media, and tech stacks around human stories. We’re a global agency founded in Canada, but digital is our home. If you know us, then you know we’re a special, quirky place that attracts big talent and tiny egos. (We actually give out a “so F-n nice” award—lots of them). But just because we’re friendly doesn’t mean we’re not a force to be reckoned with. We’re driven. Relentless. We live our values and hold ourselves to uncompromising design standards (which is probably why our clients stick with us for 7 years, on average). We’re also proud to be part of Omnicom, one of the largest holding companies for global advertising, marketing, digital, and communications services firms (serving more than 5,000 clients in over 100 countries). We’re Critical Mass, but our friends call us CM. Please call us CM!